A detailed look at Nike Basketball’s Area 72 space from All-Star weekend in Houston

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Nike Basketball pulled out all the stops during All-Star weekend to showcase its extraterrestrial lineup of special edition kicks that would be worn by Kobe Bryant, LeBron James, and Kevin Durant during the NBA’s midseason exhibition.

Setting up shop inside the Houston Galleria mall, Nike created an Area 72 retail space that allowed fans to get the full space-age experience. It was impossible to miss the large black dome in the center of the mall’s lower level that housed the exhibit — it was eye-catching from above, and even at a distance.

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Once inside, fans enter a hallway with silver “space boot” versions of the shoes lining the walls, which leads them into the main area of the exhibit.

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After passing through the hallway, you find yourself in the center of things, where the real All-Star edition shoes are all on display. This was one of the cooler parts of the experience, where everyone entering received an access card with a unique code on it.

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Visitors walked around the exhibit where the shoes were encased in glass, and got to enter their code on a keypad. If the display read “access denied,” they didn’t win anything. But if it lit up with “access granted,” a key was revealed and they could unlock their size of the pair of shoes that they had just won.

One young man really wanted to win badly, and would rest his head against the display, eyes closed as he was deep in meditation (or perhaps prayer) before entering his code on the keypad. Unfortunately, he wasn’t among the chosen ones, and let out an exasperated yelp after being denied at all three tries.

There was plenty more detail to see, including video displays featuring Bryant, James, and Durant. Near the display’s exit was a customization booth, where merchandise that included socks, shirts, and track jackets could be special-ordered with various Area 72 design options. This was packed consistently throughout the weekend, and orders took between 1-2 hours to complete.

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Nike held player appearances at the space throughout the weekend, which included the three biggest names in the game whose shoes were prominently featured. The crowds were at times alost unmanageable, which speaks to the success of the space, as well as to the popularity of the NBA and the merchandise supporting the league fans love to watch.

During my visit, I caught up with Erick Goto, a member of the design team that created all of this. One of the more interesting things we discussed was how the design process for the All-Star edition shoes, as well as the theme that would carry the company’s vision throughout the weekend, was over a year in the making.

As we talked about all that went into the design process, Goto was like an actor who works on a film a year or more before it’s released, and then has to discuss it again after it’s become a distant part of his professional past.

“Up until a couple weeks, ago, I really didn’t know how excited to be about this whole thing,” he said. “But seeing all the images of how the space would look, I got so excited because you know, you’re working on it a year ago, and you’re done with that stuff. It was so long ago.”

Goto said the design team was surprised with how popular the space-age themes have become, beginning with the Galaxy editions that carried the 2012 All-Star weekend in Orlando through to the extraterrestrial theme that was omnipresent in Houston.

“We were surprised,” he said. “We definitely didn’t think that it would cause as much chaos as it did last year, but it’s great. And that’s kind of what pushes the creativity for the team. We’re always trying to make sure we deliver something special.”

The detail and design that was put into each player’s special edition shoe is truly something to behold, as was the retail space that came together for the All-Star weekend celebration. Seeing the space in its finished form made it well worth all the hard work the design team put into it, beginning more than 12 months before the final vision was realized.

“This totally made it worth it,” Goto said. “It totally brought a tear to my eye. People were down here a couple of days [before the opening] just sending me pictures of how the space was building out, and I was like, no way! I got totally excited. We worked on the product so long ago thinking, ‘it would be cool if they did this, or it would be cool if they did that.’ But they actually made everything happen.”


Nike Basketball Area 72 space at All-Star weekend in Houston

PBT Extra: What does Kyrie Irving trade mean for LeBron James?

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In the end, the entire Kyrie Irving blockbuster trade was about LeBron James. It started because Kyrie Irving wanted out of LeBron’s enormous shadow. Cleveland went with this trade because Isaiah Thomas and Jae Crowder help them win now, and whatever LeBron decides to do next summer the Brooklyn pick (and maybe Ante Zizic) helps them build for the future.

But what does this trade mean to LeBron James?

Honestly, it doesn’t change much. That’s what I get into in this latest PBT Extra. LeBron is leaving his options open, but maybe this deal could help Cleveland keep him if it makes them more competitive with the Warriors.

Rumor: Young Bulls ‘can’t stand’ Dwyane Wade

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After a loss last January, Dwyane Wade (in conjunction with since-traded Jimmy Butler) lashed out at his Bulls teammates for not caring enough. Those younger players didn’t receive the message gratefully, questioning why Wade didn’t practice more.

The simple answer: Wade is 35, and he and his team are better served if he saves himself for games. But Wade also should have known his schedule left him ill-suited to criticize harder-working teammates.

The whole saga exposed the inherent tension that occurs when an accomplished veteran with declining skills is thrust into a leadership position on a mediocre team.

Consider that backdrop as Wade and Chicago dance around a buyout.

Nick Friedell on ESPN discussing Wade getting bought out:

This is inevitable. It’s coming. It’s a matter of when, not if.

But right now, guys, it’s just kind of a staring contest. Everybody’s looking at each other saying, “OK, how much money are you willing to give up?”

And Gar Forman, the Bulls’ GM, at summer league, said, “Oh, we’re not having conversations.” I don’t think that’s the case. I think Dwyane’s agents and the Bulls are wanting to get this thing done.

But I’d really be surprised if it happened before the season. I still think it’s more likely that it’ll happen probably somewhere in December or January.

But this is a divorce that’s going to happen. It’s just going to take some time.

The young players on the Bulls really can’t stand Dwyane, and it’s the little secret in Chicago. They have had enough.

Wade’s January criticism was reportedly particularly directed at Nikola Mirotic and Michael Carter-Williams, neither of whom are on the roster. (Mirotic, a restricted free agent, will likely return.) Even if Wade’s comments cast a wider net, Jerian Grant, Paul Zipser, Denzel Valentine, Bobby Portis and Cristiano Felicio are the only young players still on the team from that time. None of those players deserve much influence in how the franchise operates.

Still, no matter what the young players want, it’s clear Wade no longer fits on a rebuilding Chicago. They might get their wish.

Wade is set to earn $23.8 million in the final season of an expiring contract. That salary could prove useful in a bigger trade.

If bought out, Wade would count as dead money against Chicago’s cap at his buyout amount. They Bulls should obviously be amenable if he sacrifices enough, but a small discount doesn’t justify locking into that money rather than having a trade chip available.

If Chicago is deep into the cellar as expected after the trade deadline, a buyout would be completely logical then. Maybe the Bulls even assess the trade market sooner and conclude Wade’s huge expiring contract won’t facilitate a trade.

It’s easy to see a buyout happening eventually. In the meantime, Wade and his younger teammates will just have to get along. I trust Wade’s professionalism to make this situation at least tenable, but Fred Hoiberg might have his hands full building cooperation with all the people involved.

Spurs sign undrafted former Virginia guard London Perrantes

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SAN ANTONIO (AP) The San Antonio Spurs have signed guard London Perrantes.

Michael Scott of Basketball Insiders:

The 22-year-old Perrantes wasn’t drafted out of Virginia this year but made summer league appearances for the Miami Heat in Las Vegas and Orlando.

The 6-foot-2 guard averaged 10 points, 5 assists, 2 rebounds and 1.5 steals in the MGM Resorts Summer League. He averaged 11.3 points, 4.8 assists, 3.8 rebounds and 1.3 steals in Orlando summer league action.

Perrantes set school career records at Virginia with 138 games and 4,425 minutes. He averaged 12.7 points, 3.8 assists and 3 rebounds during his senior season. He made 40.9 percent of his career 3-point attempts (211 of 516).

 

Danny Ainge: Isaiah Thomas’ hip played ‘some’ role in Kyrie Irving trade

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The Celtics gave up so much for Kyrie Irving, questions immediately emerged about the assets traded to Cleveland:

Are we all underrating the Nets, whose 2018 first-round pick Boston sent to Cleveland? Were Isaiah Thomas and Jae Crowder just products of Brad Stevens’ system? And is Thomas damaged goods?

Thomas will enter free agency next summer as a 29-year-old 5-foot-9 point guard seeking a max contract. That’s undoubtedly a concern.

But Cleveland is in win-now mode, as LeBron James can opt out of his contract next summer. As long Thomas maintains his star production between now and then, even if his next contract presents complications, the Cavaliers should be happy.

But a hip injury leaves uncertainty into how Thomas finishes this contract.

A. Sherrod Blakely of CSN New England:

Ainge, via Blakely:

“There’s probably a little bit of delay for Isaiah to start this year,” Ainge said in a conference call with reporters following the trade becoming official Tuesday night.

Adrian Wojnarowski of ESPN:

The Cavs are building for June, not October. A short delay in Thomas’ return is no big deal – as long as he fully recovers and isn’t at greater risk of future injury.

Those are big assumptions for someone in his position. His physical will be huge.